Financial Services Marketing: An international guide to by Christine Ennew PDF

By Christine Ennew

ISBN-10: 0080465609

ISBN-13: 9780080465609

ISBN-10: 0750669977

ISBN-13: 9780750669979

Financial companies advertising and marketing: a world consultant to rules and perform comprises the best stability of promoting idea and perform to attract complex undergraduates and people on specialist classes corresponding to the Chartered Institute of Banking. Taking a global and strategic view of an more and more vital and aggressive area, monetary companies advertising and marketing adopts a clean procedure when it comes to constitution, and is organised round the middle advertising actions of promoting for acquisition and advertising for retention. monetary prone advertising positive factors: * robust foreign concentration: case experiences and vignettes representing Asia-Pacific, Europe and the USA. * complete assurance, concentrating on either B2B and B2C advertising and marketing. * specialist insights into the most recent strategies within the area, from technological advancements, CRM and client loyalty to problems with social accountability. monetary providers advertising and marketing may also help either the coed and the practitioner to strengthen an organization grounding within the basics of: monetary companies procedure, buyer acquisition, and purchaser improvement. Reflecting the realities of monetary prone advertising in an more and more advanced area, it offers the main up to date, foreign and useful advisor to the topic on hand. * complete assurance of the basics of: monetary providers procedure, buyer acquisition, and client improvement * powerful foreign size: Asian-Pacific, eu and US examples * attracts on either educational conception and practitioner adventure, making sure a mix of educational rigour and perception from perform

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Physical geography, logistics and infrastructural features such as telecommunications also have a part to play in determining the local evolution of financial services, as do social, religious and cultural factors. A feature of the recent financial services landscape has been the breaking down of boundaries between historical lines of demarcation of supply. Deregulation of markets, such as that which occurred in the UK in the mid-1980s, has blurred the lines that hitherto separated the domains of banking, insurance and mortgage lending.

There is no doubt that branding is becoming increasingly important in financial services, and the creation of global power brands is likely only to be achieved by major proprietary concerns. The recent attempt by Aviva to spend £17bn acquiring Prudential is clear evidence of intent to create a major global insurance brand. Attractive synergies are to be seen between the two, and Prudential’s strength in Asia and the USA would complement Aviva’s position in Europe. In Britain, steps have been taken to address the concerns regarding the governance of mutuals as a result of the Myners’ review.

This results in financially excluded individuals falling prey to non-mainstream organizations that exploit the vulnerability of such consumers. This is particularly in evidence with regard to credit and loans, where Knights et al. 4 per cent. Credit unions offer a viable alternative to many such consumers. Unfortunately, all too often they have neither the resources required to provide the necessary infrastructure nor sufficient promotional muscle. Ideally, financial services should be viewed as providing an inclusive means for improving the financial well-being of all.

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Financial Services Marketing: An international guide to principles and practice by Christine Ennew

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